Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)

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E-Commerce Gamification: The Effect of gameful Experience (Gamex) and Game Design on The Self-brand Connection

Authors
Ika Diyah Candra Arifah*
1Student of Doctoral Program, Technology Management Department, Institut Teknologi Sepuluh November.
2Department of Management, Faculty Economics and Business, Universitas Negeri Surabaya
*Corresponding author. Email: ikaarifah@unesa.ac.id
Corresponding Author
Ika Diyah Candra Arifah
Available Online 31 December 2021.
DOI
10.2991/aebmr.k.211226.003How to use a DOI?
Keywords
E-Commerce; Gamification; Advergame; Gameful Experience; Game Design; Self-Brand Connection
Abstract

The potential of e-commerce is vast in supporting consumption-driven Indonesian economics. E-commerce has also become the leading marketing platform for SMEs during the Covid-19 pandemic. Although supported by growing and dynamic e-commerce start-up ecosystem, Indonesian e-commerce still has several weaknesses in retaining their loyal consumers, such as less effective and innovative banner blindness due to consumer avoidance of e-commerce advertisements. In the other side, unique value proposition is needed when Indonesian e-commerce market gets saturated due to fierce competition and low barrier for new competitors. Hence, an effective marketing strategy is essential to increase brand engagement of e-commerce consumers with gamification. This study aims to examine the effect of gameful experience (GAMEX) and game design of e-commerce advergames on self-brand connections that motivate purchases, which were previously studied separately by researchers. By including the brand engagement variable as a mediation on this effect, this study also examine the emotional and cognitive engagement on self-brand connections resulted by experiential marketing. This experimental study employed quantitative approach to 250 frequent e-commerce users. The results shows a positive and significant effect of gameful experience and game design elements on self-brand connection mediated by brand engagement. This study is expected to make a practical contribution to e-commerce marketers and UX designers, identify and recommend experimental qualities in e-commerce advergame design to engage loyal customers which influence their purchasing intention that directly supports the business sustainability of SMEs in e-commerce platform.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2021
ISBN
10.2991/aebmr.k.211226.003
ISSN
2352-5428
DOI
10.2991/aebmr.k.211226.003How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Ika Diyah Candra Arifah
PY  - 2021
DA  - 2021/12/31
TI  - E-Commerce Gamification: The Effect of gameful Experience (Gamex) and Game Design on The Self-brand Connection
BT  - Proceedings of the 3rd International Conference on Business and Management of Technology (ICONBMT 2021)
PB  - Atlantis Press
SP  - 14
EP  - 23
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211226.003
DO  - 10.2991/aebmr.k.211226.003
ID  - Arifah2021
ER  -